We live in an information age where business decisions need to be made very rapidly, but decisions made without accurate and current supporting information are often no more than guesses.  There is, however, no need to go into battle with your eyes and ears shut.  The business world is awash with information; all you have to do is tap into it and move one step ahead of your competition.

To make effective marketing decisions you must understand your market and anticipate your competitors' every move.

The supporting information needed for strategic decision-making can be based on:
• formal market research
• informal market intelligence
• "gut" feeling

Despite its wide usage, we hesitate to recommend the last method.

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